RODAS / Executive Creative Director / Droga5 NYC
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Fury vs Ngannou

For centuries, boxing has captivated a global audience. But the way it’s promoted still follows the same templated, tired format. We set out to turn it into a spectacle as entertaining as the fight itself.

First, we traded a stock montage for a cinematic trailer showcasing the fighters feeling the effect of each other as they trained—sending psychological shockwaves back and forth and making the whole world rumble in the process.

Then, we replaced the standardized promo poster with a work of art that featured fighters as kings in collaboration with an iconic photographer. The response was so profound that unofficial merch surfaced the next day from unknown sellers.

2024 Sports Emmy Winner | Outstanding Promotional Announcement.

Rumble creatives — Jason Kreher, Matt Sorrell, Alexander Romans & Nat Lawlor from Accenture Song.